Essential Waitrose designs: more than just one meat label

I’ve just seen the article ‘Brand battle hits the aisles’ (News Analysis, 13 August), which refers to our newly branded range, Essential Waitrose.

I very much wish we had been given the opportunity to supply an image to represent the scope of the work we have been doing on this project.

We have designed the packaging for more than 1400 products, and commissioned around 1000 illustrations. The design attention given to each pack and product area was a crucial factor in defining the brand image and maintaining consistency without being tied into a rigid approach.

The photograph you printed shows just one meat label design and may, to those unfamiliar with our range, be quite misleading.
Ruth Gavin, Manager graphic design, packaging, Waitrose, by e-mail

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